What Mavin Records does

Mavin Records (legal entity Mavin Global Holdings) is a Lagos, Nigeria-headquartered music entertainment company founded in 2012 by Don Jazzy (Michael Collins Ajereh). The company operates as a full-service record label with a roster of approximately 11 signed recording artists plus producers and songwriters, including global acts Rema, Ayra Starr, LADIPOE, Johnny Drille, Crayon, Magixx, Bayanni, Boy Spyce, and Elestee. Mavin's core offering is artist development, music production, publishing, and brand management, supported by structured pipelines through the Mavin Artist Academy and Mavin Future Five executive program.

The company monetizes across five documented revenue streams: streaming royalties and digital sales via Spotify, Apple Music, YouTube Music, and Amazon Music; brand partnerships and activation services for 50+ global enterprises (Budweiser, Google, Spotify, Netflix, Airbnb, Nike, Pepsi, Indomie, Carrefour, Schweppes, Adidas, HP, Pampers, Johnnie Walker, Fidelity); music sync and licensing for film, TV, and games; performance and appearance fees via live event bookings; and in-house content production including music videos, branded content, and short films (the latter operated through wholly-owned subsidiary Mavin Films, launched in 2024). Distribution outside Africa is handled through Virgin Music Group, with US-specific label partnerships via Republic Records (Ayra Starr) and Interscope Records (Elestee). Pricing is quote-based and not publicly disclosed across services.

In February 2024, Universal Music Group acquired a majority stake in Mavin Global (regulatory close expected by Q3 2024), with TPG fully exiting and Kupanda Capital remaining as a minority investor and strategic adviser. Don Jazzy continues as Founder/CEO and Tega Oghenejobo serves as President & COO following his October 2024 promotion from COO. The Mavin brand is privately held, maintains offices at 285A Ajose Adeogun, Victoria Island, Lagos, and operates with 11-50 employees.

Name

Mavin Records

Legal name

Mavin Global Holdings

Website

https://mavinrecords.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Mavin Records is a Lagos-based Afrobeats record label founded in 2012, operating artist development, music production, brand partnerships, sync licensing, and content production. A majority-owned subsidiary of Universal Music Group since 2024, it manages a roster of global hitmakers including Rema and Ayra Starr.

Ownership category

akta.pro rank

Product category

Music & Entertainment — Record Label

NAICS

Record Production and Distribution (51225), Music Publishers (512230)

SIC

Services-Advertising (7310)

akta.pro primary industry

Record Labels (Major & Independent) (MPAIAAAA)

akta.pro secondary industries

Micro-Licensing & Direct Licensing Platforms (UGC, SMB venues, online uses) (MPAIAKAJ), Multi-Channel Networks (MCNs) & Creator Management Platforms (MPACABAH), Merchandising & D2C Management (Artists) (MPAIAGAI)

Keywords

• Afrobeats record label
• Artist development services
• Music publishing licensing
• Brand partnership activations
• Music sync licensing

Headquarters

HQ city

Lagos

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Music Sales & Streaming Royalties: Mavin Records generates revenue through the release and distribution of music by its signed artists across global streaming platforms (Spotify, Apple Music, YouTube). Revenue is derived from streaming royalties, digital single and album sales, andsync licensing placements.
2. Brand Partnerships & Sponsorship: Mavin offers brand partnership and activation services, collaborating with global brands (Glo, Access Bank, Spotify, Netflix, Airbnb, Budweiser, Nike, Indomie, Carrefour, Schweppes, Adidas, HP, Pepsi, Pampers, Johnnie Walker, Fidelity) on marketing campaigns, branded content, artist appearances, and product integrations.
3. Music Sync & Licensing: Mavin licenses its music catalog for use in TV shows, movies, video games, and other media. Brands and media companies can use existing and new catalog tracks in their productions.
4. Performance & Appearance Fees: Mavin manages live event bookings and performances for its artists, creating bespoke events and appearances for brands and event organizers.
5. Content Production: Mavin's in-house creative team produces custom content for brands and media partners, including music videos, branded content, and short films.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Mavin Records is an Afrobeats-focused entertainment company that develops, produces, and markets recording artists while monetizing its catalog through global streaming, sync licensing, live performances, branded content, and merchandise. The label signs, trains, and promotes a roster of artists (Rema, Ayra Starr, Ladipoe, Johnny Drille, Crayon, Magixx, Bayanni, Boy Spyce, CupidSZN, Lovn, Elestee) through in-house A&R, production, and marketing. It also sells brand-partnership activations, music sync rights, custom content production, and artist appearance services to corporate clients globally.

Product overview

Mavin Records operates as an African leading entertainment company offering a comprehensive suite of services for music artists and brands. The core offering centers on artist development and management through its roster of recording artists and producers. Additional revenue streams include brand partnership and activation services, music sync and licensing, performance and appearances booking, and custom content production. The company also invests in talent development through its Artist Academy and Future Five executive leadership program. In 2024, Universal Music Group acquired a majority stake in Mavin Global, expanding the company's global distribution reach while maintaining operational autonomy under founder Don Jazzy and President/COO Tega Oghenejobo.

Differentiator

Problem solved

Functional benefit

Brands

• Mavin Films: Film and video content production division of Mavin Global
• Mavin Artist Academy
• Mavin Future Five

Products and services

• Brand Partnership & Activation Custom branded campaigns, artist endorsements, sponsored content, and activations connecting global brands with Mavin's Afrobeats artist roster; delivered to enterprise marketing teams across FMCG, tech, telecoms, banking, and lifestyle sectors.
• Music Sync & Licensing License-based access to Mavin's music catalog for use in films, TV shows, video games, commercials, and other media productions; offered to media companies, brands, and content producers through direct quote-based inquiries.
• Performance & Appearances Booking and live event production services for Mavin artists at concerts, festivals, corporate events, and bespoke branded appearances; coordinated with promoters and brand teams across global markets.
• Content Production Custom in-house production of music videos, branded short-form content, and digital assets for brands and media partners, leveraging Mavin's production team and creative roster.
• Mavin Merchandise Official artist-branded merchandise sold through Mavin's own e-commerce storefront at shop.mavinrecords.com, including apparel and accessories tied to roster artists.
• Mavin Artist Roster Signed recording artists and producers under Mavin Records — Rema, Ayra Starr, Ladipoe, Johnny Drille, Crayon, Magixx, Bayanni, Boy Spyce, CupidSZN, Lovn, Elestee; producers Andre Vibez, Jvxn, Prestige, Sevn; songwriters Mbryo and Milar. The roster is the core commercial asset driving streaming, sync licensing, brand partnerships, and live performance revenue.
• HEIS (Rema — Sophomore Album) Sophomore studio album by Rema released in July 2024, comprising 11 tracks including 'Benin Boys' with Shallipopi, 'HeHeHe', 'March Am', and 'Villain'; blends Afrobeats with Fela Kuti-style percussion, synth, trap, EDM, and amapiano. Earned Rema his first Grammy nomination for Best Global Music Performance.
• The Year I Turned 21 (Ayra Starr — Sophomore Album) Ayra Starr's second studio album released May 2024; 14-track coming-of-age record featuring collaborations with Giveon, Asake, Anitta, Coco Jones, and Seyi Vibez, including singles 'Commas', 'Rhythm & Blues', and 'Bad Vibes'. First Nigerian female artist to debut on the Billboard 200 with this album.
• I Dream In Color (Magixx — Debut Album) Magixx's first full-length album released February 2025; spans R&B, neo-soul, and Afrobeats influences, exploring romance, failure, rejection, and rebirth; standout tracks 'Alchl' and 'Sexy Lady'.
• Myth-Era (CupidSZN — Debut EP) Debut EP from newly signed Mavin artist CupidSZN (Port Harcourt-born; transitioned from trap to Afrobeats on his father's advice), released November 2025 as his introductory project.
• Chapter EX (Short Film — Mavin Films x Savant) 11-minute romantic drama short film produced by Mavin Films in partnership with Savant, directed by Daniel David; features Tomi Ojo, Deji Osikoya, and Amarachi Audu; released on the Mavin Records YouTube channel in November 2024.

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Savant (Production Company)minorStrategic or Co-development Partner · 11 November 2024Mavin partnered with Savant (Mavin Films and Savant) to produce a debut short film titled 'Chapter EX', a romantic drama directed by Daniel David. The 11-minute film features Mavin artist-related storylines and was released on the Mavin Records YouTube channel.
• Lagos Food Bank InitiativeminorOthers · 19 June 2024Ayra Starr partnered with the Lagos Food Bank Initiative (LFBI) for a CSR outreach in June 2024, feeding 21 families in the Agege Community of Lagos and providing poultry farming resources for long-term sustainability.
• UduXminorGTM or Marketing Partner · 27 May 2021Ayra Starr partnered with UduX for the 'Sare' Dance Challenge in May 2021, offering 1 Million Naira to the best entry. The challenge used the hashtag #SareUduXDanceChallenge on Twitter, Instagram Reel, and TikTok to drive fan engagement.
• Virgin Music GroupcoreChannel Partner/ Reseller/ DistributorMavin and its roster are distributed internationally (ex-Africa) through Virgin Music Group. Rema specifically is distributed through Virgin Music Group within this arrangement.
• Republic RecordscoreChannel Partner/ Reseller/ DistributorAyra Starr is signed to Republic Records in the US for distribution and promotion, integrating her into UMG's US label infrastructure.
• Interscope RecordscoreChannel Partner/ Reseller/ DistributorLifesize Teddy (Elestee) is partnered with Interscope Records for US distribution and promotion under UMG's network.
• EcobankminorGTM or Marketing PartnerEcobank sponsored Mavin's International Women's Day 2026 event (scheduled March 26, 2026) in Victoria Island, Lagos, themed 'Give to gain' and celebrating women in the industry.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• YBNL Nation: Olamide's Nigerian record label and one of Mavin's closest direct competitors in the Afrobeats space, with a strong roster of homegrown talent and significant domestic and diaspora reach. Directly comparable as an independent Nigerian label competing for the same artist pipeline.
• Starboy Entertainment: Wizkid's label, also distributed internationally through a major label partnership (Sony/RCA). Directly comparable as a leading African artist-led label with global hitmakers, competing with Mavin for top-tier Afrobeats talent and brand partnership mandates.
• Davido Music Worldwide (DMW): Davido's Nigerian record label, signed to Sony Music International. Directly comparable as a leading Nigerian independent label with international distribution, competing for global brand activations and Afrobeats artist signings.
• Chocolate City Music: One of Nigeria's longest-running independent labels (founded 2005), home to artists like Blaqboneel and others. Directly comparable as a homegrown Nigerian record label with international distribution via Warner Music and a roster spanning hip-hop and Afrobeats.

Broad incumbents

• Empire Distribution: Independent distribution and label services company with strong African and Afrobeats presence. Comparable as a peer in independent music distribution and label services for emerging-market talent, though operating at a broader scale across genres and geographies.
• Universal Music Group: Mavin's majority owner since 2024 and the world's largest recorded music company. While also the parent, UMG is the broader incumbent against whose label infrastructure (Virgin, Republic, Interscope) Mavin's distribution arrangements are benchmarked.
• Sony Music Entertainment: Global major label that distributes YBNL Nation, Davido's DMW, and several African artists. Directly competitive with UMG/Mavin for Afrobeats market share and a benchmark for global Afrobeats distribution and partnership economics.
• Warner Music Group: Global major label with Warner Music Africa operations and partnership with Chocolate City. Comparable as a broad incumbent competing for African recorded music rights and brand partnership flows.
• Atlantic Records: UMG-owned major label that has historically signed and distributed African artists. Comparable as a US-facing label infrastructure peer that Mavin's flagship artists (via Republic/Interscope/Virgin) are routed through for global promotion.

Regional players

• Def Jam Africa: UMG-owned imprint focused on African hip-hop, Afrobeats, and R&B across Nigeria, South Africa, and other African markets. Operates in the same parent group as Mavin but functions as a complementary Africa-focused label within UMG's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@savantcollective
• Instagraminstagram.com/mavinrecords
• Facebookfacebook.com/mavinrecords
• Xx.com/MavinRecords

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mavin Records